Summary
The consensus on whether Validity IP Certification is worth the cost for email deliverability is mixed. Experts and marketers highlight that while certification can improve deliverability by ensuring emails are recognized as legitimate, providing access to valuable data (like Microsoft SRD), and enforcing better sending practices, it's not a guaranteed solution. The value hinges on several factors including the sender's specific challenges, the target audience (particularly the proportion using Outlook.com), the size and complexity of the organization, and the effectiveness of their existing email program. Many suggest that the benefits of certification stem from the disciplined approach and adherence to best practices it enforces, which can often be achieved independently or with the help of a consultant, potentially negating the need for certification. Maintaining a strong sender reputation, employing proper email authentication (SPF, DKIM, DMARC), and focusing on content quality are universally considered critical, regardless of certification status.
Key findings
- Disciplined Approach: Certification promotes disciplined email marketing practices and process improvements, leading to better deliverability.
- Microsoft Benefits: Certification offers advantages for deliverability to Outlook.com/Hotmail users, including access to SRD data and potentially bypassing throttling.
- Reputation Improvement: Certification can enhance sender reputation, influencing inbox placement.
- Situational Use: Certification is more beneficial for senders facing significant deliverability challenges or managing complex sending environments.
- Alternative Solutions Exist: Following best practices and improving sender reputation internally or with consulting can achieve similar results as certification.
- Content Is Key: Content quality remains a primary factor for successful email deliverability.
Key considerations
- Cost-Benefit Analysis: Thoroughly evaluate the cost of certification against the potential benefits and explore alternative solutions.
- Audience Matters: Consider the proportion of your target audience that uses Microsoft email services when assessing the value of certification.
- Internal Capabilities: Assess your organization's ability to implement and maintain best practices without external certification.
- Existing Program Quality: Evaluate the overall quality and effectiveness of your current email marketing program before investing in certification.
- Long-Term Strategy: Develop a comprehensive email deliverability strategy that includes sender reputation management, authentication, and content optimization.
- Specificity of Problems: Assess if your specific delivery problems can be solved by an IP certification.
What email marketers say
16 marketer opinions
The perceived value of Validity IP Certification for email deliverability varies widely among marketers and experts. Some argue that the primary benefit lies in the disciplined approach and process improvements required to achieve and maintain certification, leading to better list hygiene and authentication practices. Others highlight the direct benefits of certification, such as improved deliverability to Outlook.com/Hotmail users, access to Microsoft SRD data, and potential residual benefits even after certification is dropped. However, several sources suggest that the cost of certification may not be justified if the same improvements can be achieved through internal efforts or with the help of a consultant. The worth also depends on factors like the size and complexity of the organization, the target audience (especially the proportion using Outlook.com), and the specific deliverability challenges faced. Maintaining a good sender reputation, regardless of certification, is consistently emphasized as crucial for email deliverability.
Key opinions
- Discipline & Process: Certification programs can enforce discipline and process improvements, leading to better email marketing practices.
- Outlook.com Benefits: Certification may provide specific deliverability benefits for Outlook.com/Hotmail users.
- SRD Data Access: Validity certification provides access to Microsoft Smart Network Data Services (SNDS).
- Residual Effects: Some senders may experience residual deliverability benefits even after dropping certification.
- Reputation Impact: Certification can improve sender reputation, especially with ISPs that recognize certified senders.
- Alternative to Certification: Following certification guidelines without paying for certification can achieve similar deliverability improvements.
Key considerations
- Cost vs. Value: Assess the cost of certification against the potential benefits and compare it to the cost of internal improvements or consulting services.
- Organization Size: Consider the size and complexity of your organization, as larger organizations may benefit more from the structured approach of certification programs.
- Target Audience: Evaluate the proportion of your target audience that uses Outlook.com/Hotmail, as certification may have a greater impact on deliverability to these users.
- Specific Challenges: Determine the specific deliverability challenges you face and whether certification is the most effective solution.
- Reputation Management: Focus on maintaining a good sender reputation through best practices, regardless of certification status.
- Email Authentication: Ensure proper implementation of email authentication methods (SPF, DKIM, DMARC).
Marketer view
Email marketer from Quora User believes Validity certification can be beneficial if you are having deliverability issues, particularly if you are sending a large volume of emails. It provides feedback and helps with placement.
8 Oct 2022 - Quora
Marketer view
Marketer from Email Geeks agrees with Laura Atkins, but adds that certification programs can instill discipline in larger organizations by forcing different departments to work together, which can indirectly improve deliverability.
15 Aug 2023 - Email Geeks
What the experts say
4 expert opinions
Experts offer varying perspectives on the value of Validity IP Certification (formerly Return Path). Some, with extensive experience, suggest it's often unnecessary for achieving decent deliverability, emphasizing content as the key driver for inbox placement. However, Microsoft might use it in their throttling algorithms. Others find it beneficial for senders with challenging situations or those needing system improvements, particularly for co-reg and questionable opt-in scenarios, citing the value of ongoing checks and audits to enforce better practices.
Key opinions
- Content over IP: Content quality is more crucial than IP reputation for inbox placement.
- Microsoft Factor: Microsoft may use certification in its throttling algorithms.
- Situational Usefulness: Certification can be helpful for senders in difficult situations or those with questionable opt-in practices.
- Discipline and Audits: Ongoing checks and audits enforced by certification can improve sender practices.
Key considerations
- Needs Assessment: Evaluate if your sending situation truly necessitates certification.
- Content Focus: Prioritize content quality and relevance over relying solely on certification.
- Microsoft Impact: If a significant portion of your audience uses Microsoft services, consider the potential benefits within their ecosystem.
- Alternative Solutions: Explore if the improvements required for certification can be achieved through other means, such as consulting.
Expert view
Expert from Email Geeks shares her 20 years of deliverability experience, suggesting that IP certification is rarely necessary for achieving decent delivery. She notes that content, not IP reputation, is the primary driver of inbox placement, and while certification may help with rate limiting at Microsoft, it's often used by senders with dirty mailstreams. She concludes that the value lies in the clean-up process required for certification, which can be achieved with the right consultant without needing a certificate.
30 Mar 2022 - Email Geeks
Expert view
Expert from Spam Resource shares that Return Path (now Validity) certification can be useful, especially if you have a difficult sending situation or need to get your systems in better order and can be useful to help those who are co-reg and questionable opt-in. She says the ongoing checks and audits can force senders to improve their practices and the fees may be worth it.
29 Sep 2021 - Spam Resource
What the documentation says
5 technical articles
Official documentation emphasizes that IP certification, good sender reputation, and adherence to best practices, including email authentication (SPF, DKIM, DMARC), are crucial for improving email deliverability and avoiding blocklists. While certification programs can help demonstrate compliance and improve deliverability with major providers like Microsoft and Google, it is not a guarantee, and costs must be considered.
Key findings
- Legitimacy & Trust: Certification helps ensure emails are recognized as legitimate and trustworthy.
- Reputation Matters: Maintaining a good sender reputation is essential for deliverability.
- Best Practices: Adherence to best practices, especially email authentication (SPF, DKIM, DMARC), is crucial.
- Blocklist Avoidance: Certification programs can help prevent IPs from being listed on blocklists.
- Compliance Aid: Certification can help demonstrate compliance with email provider requirements.
Key considerations
- Cost Evaluation: Carefully weigh the costs of certification against the potential benefits.
- No Guarantee: Certification does not guarantee deliverability.
- Holistic Approach: Focus on a holistic approach to deliverability, including reputation, authentication, and content.
Technical article
Documentation from Validity states that IP certification improves email deliverability by ensuring that emails are recognized as legitimate and trustworthy, leading to better inbox placement and higher engagement rates, but costs may need to be considered.
26 Oct 2022 - Validity
Technical article
Documentation from Spamhaus mentions that maintaining a good IP reputation is essential for deliverability and that certification programs can help ensure that your IPs are not listed on blocklists, which can significantly impact email delivery rates.
3 Feb 2025 - Spamhaus
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